This subject provides students with an introduction to the concepts and skills necessary to successfully undertake market-specific research to understand the needs of customers. In addition, this subject introduces students to the growth of online data collection methods and other aspects of digital marketing research. Marketing research is a managerial tool used to better understand current and potential customers in the marketplace. The aim is to enable students to become knowledgeable about how successful businesses conduct market-specific research to continually respond to changes in market trends and to enhance or maintain a competitive advantage.